Waiste not, want not

So Sara, we know you as the fashion-forward, bright persona of @sara_waiste. But please tell us a little more about yourself.

Where to start? I’m an influencer and own a vintage business called Waiste Vintage, hence the name. P.s, my surname actually isn’t Waiste! I currently live in Brighton but I’m originally from Stoke on Trent.

I started off in fashion by quitting my fashion degree and moving to London where I spent four and a half years working in the ASOS studios and learning everything e-commerce, which inevitably led me to starting my instagram and then vintage business in 2014. My family and friends would probably describe me as creative, a little disorganised, passionate and hard working (I should hope!)

How did you end up venturing down the fashion documenting path and what initially enticed you about the blogging scene?

I’ve always loved both fashion and standing out from the crowd. I set out in the beginning with my blog before running my two instagram accounts alongside one another. Unfortunately my following didn’t just appear overnight but instead was built over years of hard work.

When I first started blogging years ago this kind of lifestyle just didn’t exist, I was posting my outfit pics because I loved to do it and over time I’ve been able to turn it into a career which is amazing. I love my job!

Do you think there’s a need for more sustainable fashion advocates?

Sustainability is such a tricky subject, especially in the fashion world because the most sustainable you can be is to not buy any clothing at all and shop your own wardrobe instead! As a fashion influencer it’s a tricky subject to navigate, and especially on Youtube where there is a lot of negativity and need that extra confidence. I think at the moment TikTok is a great resource when talking about sustainability. I’ve seen people speak about it in a snappier, sassier way.

How are you trying to use your platform for the better?

I show different ways to style pieces whilst avoiding to wear something just once for a photo. I always outfit repeat which definitely needs to be normalised! I only work with brands who align with my beliefs and say no to a lot of brands if they don’t fit my style. I’m against having something for the sake of having it when I would only wear it once for a photo, that’s just not sustainable at all. I also work with a lot of small brands as I love to introduce my audience to their work.

How can we as consumers support creative individuals like yourself?

The best support costs nothing. Just by liking, sharing, and saving my work you’re helping me, especially with pesky Instagram algorithms. If you love something I’ve worn then support that brand by purchasing a garment for yourself - but only if you’ll wear it loads for a long time.

What do you think you’d be doing if it wasn’t for your love of fashion and blogging?

To be honest, fashion is pretty much all I’ve ever been interested in ever since I can remember. But, I think something with animals, maybe animal rescue as I’d love to look after lovely animals.

You’re based in Brighton, the centre of love and joy - with so many vintage nooks and independent corner shops. How do you think this influences your style?

Brighton is such a great city because you can just about wear anything and no one bats an eyelid. I love it! I used to live in London (for 8 years) and people’s style there is so minimal or street I never felt like I fit in but I definitely feel like I do in Brighton.

I love a vintage shop and know you own Waiste Vintage. Please tell us how that vintage store story unfolded.

My online vintage shop actually came about by accident. Waiste started life as a customised vintage denim brand, but sourcing the vintage denim proved to be too difficult. I instead visited a vintage wholesaler in London and decided to buy a few pieces to style up in a shoot. I popped them online and everything sold out within an hour. That’s when I decided to carry on doing it. There wasn’t really anyone doing what I was doing. I was lucky to be in the right place at the right time.

To be completely honest, one of my biggest regrets was opening a brick and mortar shop. I had an awfully bad experience and wouldn’t ever do it again. I much prefer online as it’s so much more creative, costs much less, and I prefer our stock. You live and you learn!

There are people who value organic, natural materials more than vintage. What are your thoughts on this?

People have a misconception of vintage being all polyester and nylon naff fancy dress style outfits. I mean yes, we do come across these garments, but that isn’t the case at large. The best part about vintage shopping is the hunt, and there are so many platforms now to do this, whether it be Ebay, Etsy, vintage shops, Depop... Let’s face it, when it comes to fashion everything has been done before. So, if you’re looking for a specific item, at least try to find a vintage version first.

When did you first discover that you had an eye for fashion and what would your advice be for those trying to be bolder in their fashion?

From about the age of 11 I think was when I first started to realise my love of fashion, then as a teenager I’d drag my mum around charity shops at home every weekend and buy all the crazy things I knew no one else would be wearing. I remember picking things up and my mum would say ‘are you being serious,’ and I’d say ‘yes, I can visualise the outfit in my head,’ and I’d bring the clothes home, customise and style them up and she’d say, ‘ah now I see it’ . That’s when I knew.

My advice would be to try not to care what people think. Just wear what you love and feel confident and comfortable in, and it will show.

What would be your 5 fashion tips for putting together effortlessly chic yet colourful outfits?

First up, I would say to start small with an accessory. Maybe a hair accessory, a bag, shoes, scarf or even just something as simple as nail varnish! Incorporate that into your everyday look for a pop or colour or pattern that you wouldn’t usually opt for.

Also, learn what colours work for your skin tone as well as which colours work together. Try an all tonal look with either the same shade or variant shades of your chosen colour, this always makes an outfit look great. Still troubled? Scroll on Instagram or Pinterest for outfit ideas. I have boards saved for Spring/Summer and Winter looks and if I need inspiration I look there!

If you find it difficult to promise yourself and your money to an outfit I would try a clothes rental service. Hurr or By Rotation are great because you can rent out clothes and brands you may not usually want to spend the money on. Similarly they’re a great way to try out colourful outfits to see if you like them before making a purchase.

So am I right to assume you’re pro rental platforms?

Clothing rentals are great to either try before you buy or wear something you may not ever buy. They’re also perfect for those all-too-special occasions where you want to look amazing but don’t want to spend a lot of money on something you’d only briefly wear.

What is your opinion on trends when also considering the topic of a circular life of fashion and interiors?

I think trends are pretty much unavoidable, even if no one decided to make trend-led pieces any more-with places like instagram they would still exist because you’d see what someone was wearing, and if enough people liked it and bought it, it would then unavoidably become a trend. At the moment everything seems to be around a lot longer - especially in the Covid era we live in, so I would hope there’s more longevity to trends that exist in the future.

What do you think the fashion sphere needs more of?

There’s more visibly and focus on ditching fast fashion and protecting our environment which I love. But, it also doesn’t seem to be making any difference at all for the everyday consumer which is really frustrating. Hauls - I’m not at all a fan of. I think there needs to be more styling pieces, creating outfits with one item being worn several different ways and so on.

What are 5 trends everyone should buy into?

So patterns, colours, pink, green, baby blue, gingham and checkerboard are what I’ve been loving but that isn’t for everyone! Buy what you love and feel comfortable in.

What makes a home a home to you?

I feel like my home isn’t how I actually want it and that’s because I rent. There’s no painting the walls or decorating but I’ve tried to make it as much of a home as possible. I love a good gallery wall and rugs are great to cover rented carpets and make it feel more homely. Oh and cute candles and trinkets with some dried flowers to make it look aesthetically pleasing.

What one small piece of advice would you offer to readers?

Honestly, who cares what people think? Life is too short to be worried. As long as it makes you happy (and isn’t hurting anyone) that’s all that matters. Be yourself.